As food prices continue to rise, Japanese consumers are increasingly focused on saving on daily expenses. Every evening, supermarkets across the country roll out discounts on boxed meals, sushi, and prepared foods, attracting a steady stream of shoppers. This widely recognized “evening discount culture” has become a routine part of daily life in Japan, helping households reduce costs while also contributing to efforts to cut food waste.
TOKYO, JAPAN (MERXWIRE) – As evening approaches, deli sections in supermarkets across Japan begin to draw crowds. Office workers finishing their day, students, and homemakers gather as discount stickers are gradually applied to unsold items. Prices typically start at 20–30% off, with some products reduced by up to 50% shortly before closing.
“I can buy the same quality bento for several hundred yen less if I wait a bit later in the evening,” said Tokyo office worker Mr. Sato. “It has become part of my daily routine.”
In recent years, public concern over food waste has intensified in Japan. According to data released by the Ministry of Agriculture, Forestry and Fisheries, the Ministry of the Environment, and the Consumer Affairs Agency, Japan discarded approximately 4.64 million tons of edible food in fiscal 2023. Although this marks a decrease of around 80,000 tons from the previous year and a record low, the average annual waste per person remains about 37 kilograms, resulting in estimated economic losses of around 4 trillion yen.
To address the issue, supermarkets have increasingly adopted markdown systems for items approaching their expiration dates. By gradually reducing prices throughout the day, retailers aim to improve sell-through rates and minimize unsold inventory. Some companies have also introduced artificial intelligence systems to analyze demand patterns and optimize stocking levels, reducing waste at the source.
The Japanese government continues to promote food waste reduction policies. Since the implementation of the Food Loss Reduction Promotion Act, national and local authorities have encouraged businesses to improve supply chain efficiency and raise public awareness. Japan has set targets to halve household food waste by 2030 and reduce business-related food waste by 60% compared to 2000 levels.
The Kanto Smart Living Cooperative noted that evening discounting is more than a retail strategy; it is a key mechanism in urban food circulation. The organization recommends that supermarkets adopt more precise expiration labeling systems and real-time dynamic pricing tools to improve consumer decision-making and further reduce disposal rates. It also calls for stronger collaboration between retailers and local governments to expand food redistribution systems, including donations to food banks and welfare organizations.
At the household level, the discount culture has become part of daily life. “Food prices have clearly gone up, so I go shopping in the evening a few times a week to buy discounted items,” said homemaker Ms. Nakamura from Saitama Prefecture. “Sometimes bentos or sushi are 30 to 50 percent cheaper. It helps reduce household costs and also prevents food from being wasted.”
She added that purchasing discounted food has become socially normalized. “People used to feel a bit hesitant about buying discounted items, but now it’s very common. I also decide dinner based on what is discounted that day.”
Foreign visitors have also shown growing interest in Japan’s evening discount culture. “I was surprised to see sushi and bento boxes at half price in the evening,” said a traveler from Taiwan. “The quality is still very good, and it feels like a great deal while also reducing waste.”
Experts say the practice reflects a broader integration of cost-saving behavior and environmental awareness. As inflationary pressure continues and sustainability concerns grow, Japan’s evening discount culture is expected to remain a defining feature of everyday consumer life.
Media Contacts:
Kanto Smart Living Cooperative
PR Agency:
MERXWIRE INC.
Ada Huang
pr@merxwire.com
SOURCE: Kanto Smart Living Cooperative
